Bad Apple

Bad Apple was developed as a boutique sub-brand designed to appeal to a more refined, design-conscious consumer. The challenge was create an identity that felt premium and self-contained while remaining flexible across retail and marketing applications. I led the design across packaging, B2B and B2C materials, in-store signage, and merchandise. The focus was to build a cohesive system that felt intentional at every touchpoint. Care was taken to ensure consistency without over-designing any single element. The brand launched with strong reception, and all products and merchandise sold out in under a week. The result was a complete sub-brand that felt established from day one.